Social Media Marketing (Refered to Groundswell)

What is Social Media?

Social media is information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). (from Wikipedia)

Why is it so popular?

-          People’s desire to connect

-          New interactive technologies

-          Online economics(less advertising costs than general media)

-          To keep up friendships

-          To make new friends

-          Succumbing to social pressure from existing friends

-          Paying it forward

-          The altruistic impulse

-          The prurient impulse

-          The creative impulse

The validation impulse

-          The affinity impulse

What is the main advertage to use it?

-          Create opportunities to build relationships

-          Reinforces branding

-          Differentiates

-          Build community among people with like interests

-          Build trust

-          Less disruptive marketing messaging

-          People-focused media

Customer’s kinds of New Media

1. Creators

-          Publish or create blog, write or post blog

2. Critics

-          Post on blog, review on blog, comment it or contribute it.

3. Collectors

-          Use RSS, adds tags, vote some subjects.

4. Joiners

-          Maintain profile on social networking site(ex) Face Book, Cyworld)

-          Visit social networking site

5. Spectators

-          Read a article, watch it, listen it

6. Inactives

-          They’re not interested in New Media. Nothing to do in online.

Change from business function to New Media alternatives

How to use New Media for business

-   Find out where your customers are by social networking site and what are they doing

o   By tracking blogs or social networking site, get information about customer’s demographic, psychographic and behavial.

-     Listen to customer’s voices in your market

o   Make a space to discuss about your products with customers.

o   Best to allow comments and be human, be quick, and follow up their opinions.               

     ex) Dellhell.com

o   Use it to simple focus group for gathering customer’s subjective opinions

-      Grow up the loyalty of customer about your brand

o   Use blogs or social networking site to promote your brand and advertise it

o   Spread out ‘Words of Mouth’ from existing customer to new customer